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The study explores strategies to effectively promote sustainable products to Generation Z by examining the emotional impact of audiovisual stimuli. Through a mixed-methods approach, FaceReader software captured microexpressions, while open-ended questionnaires provided qualitative insights. Results indicate a predominance of neutral emotions, with notable variations in happiness and sadness, and a polarization between environmental concern and optimism for change. Findings highlight the importance of emotional engagement in shaping sustainable behaviors. The research enhances understanding of sustainable consumption in emerging economies, offering valuable insights for marketers aiming to connect with environmentally conscious young consumers.
| Código institucional | PROD-2026-0309 |
| DOI | 10.62161/revvisual.v17.5406 ↗ |
| ISSN | 2695-9631 |
| Revista | VISUAL Review. International Visual Culture Review |
| Indexación | SJR · A1 |
| Idioma | EN |
| URL oficial | https://visualcompublications.es/revVISUAL/article/view/5406 ↗ |
| Licencia | CC-BY-NC-ND OPEN ACCESS |
| Grupo(s) | Sinergia digit@l (COL0151911) |
| Línea de investigación | Marketing Estratégico, Analítica y Comportamiento del Consumidor |
| Programa | Administración y Dirección de Empresas |
| Área OCDE | Ciencias Sociales · Economía y negocios |
| URI Minerva | https://sgi.redsummaeducation.education/minerva/item/310 |
Marelby Amado Mateus, Alfredo Guzmán Rincón (2025). Influence Of Audiovisual Stimuli On Emotions And Sustainable Consumption Behaviors A Study Of Young People In An Emerging Economy. VISUAL Review. International Visual Culture Review. https://doi.org/10.62161/revvisual.v17.5406
@article{MarelbyAmadoMateus2025,
title = {Influence Of Audiovisual Stimuli On Emotions And Sustainable Consumption Behaviors A Study Of Young People In An Emerging Economy},
author = {Marelby Amado Mateus and Alfredo Guzmán Rincón},
year = {2025},
journal = {VISUAL Review. International Visual Culture Review},
issn = {2695-9631},
doi = {10.62161/revvisual.v17.5406},
url = {https://sgi.redsummaeducation.education/minerva/item/310}
}